TOYOLOGY Toyology-The Action Men of the batteries not included industry
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The trend towards this behaviour has led to the increase in the Kidult category of toys and games, collectibles and card trading too all on the up. This survey from Hornby backs up why this market accounts for about £1 in every £3 spent on analogue play pursuits, their headline “Hands-on pastimes like model building offer calm, focus and connection in an always-on world”.
So, their national study of 2000 UK adults* found that more than half (51%) say excessive screen time is harming their wellbeing – with growing numbers choosing to switch off and reconnect with more traditional, hands-on hobbies that offer a sense of calm, focus and creativity. The findings also show widespread concern about the next generation, with 81% of adults saying screen time is bad for children. The research reveals growing concern about digital overload. While many rely on devices for work, socialising and news, most people believe they’re spending too much time online, and nearly half say it’s affecting their mood, sleep and stress levels.
Among those trying to cut down, it’s not about abandoning digital life but finding healthier ways to unwind. The study points to rising interest in traditional hobbies such as model building, crafting and collecting, particularly among younger adults and parents looking for screen-free time.
A cultural shift away from scrolling:
- 51% of UK adults say they spend too much time on their devices
- 66% believe screen time is harmful for adults
- 69% agree people need to cut down their screen use
- 81% believe screen time is bad for children, and 75% of parents actively try to limit it
- 48% have made a conscious effort to reduce their own screen time
- People who say they spend too much time on devices report:
- 16% lower life satisfaction
- 20% lower happiness
- Twice the level of anxiety (61% vs 30%)
But with habits like doom scrolling now routine – and 37% of adults saying they scroll social media with no aim – many admit they’re not sure how to fill that time in a more meaningful way.
“When you immerse yourself in a physical, creative activity like model making, it brings you into the present moment,” said health and wellbeing expert, Dr Radha Modgil. “That sense of focus and achievement can be incredibly calming, especially in contrast to the pace and pressure of digital life. Hobbies are more than a pastime – they’re a mental reset.”
Real-world activities are on the rise
The study also found that more traditional hobbies like miniature model making are enjoying a resurgence, with 1 in 5 UK adults (22%) already taking part – and many more expressing interest in getting started. Among those who say they spend too much time on their devices, 56% are looking to try a new hobby in the next 12 months, especially one that offers a creative outlet and a break from screens.
This shift is particularly pronounced among younger adults. 62% of 16–34-year-olds say they want a hobby that’s completely separate from digital devices, suggesting a strong appetite for more tactile, offline experiences.
Yet this age group is also finding it the hardest to break away from digital habits. While 64% of 16–34-year-olds say they spend too much time on their devices – significantly above the national average – they also spend more time online than any other group, clocking up an average of nearly five hours a day on their phones and three on laptops. Many recognise the need for change, but the shift isn’t easy: 70% of students admit to regularly doomscrolling, and 68% of 16–34s say they’ve tried to cut back on-screen time but struggle to make it stick. That’s where more traditional, hands-on hobbies can offer a valuable lifeline – helping this group carve out focused, screen-free time and experience the sense of achievement they’re missing from passive digital habits.
Miniature model making in particular is seen as a valuable way to unwind:
- 45% of respondents say it would help them relax and relieve stress
- 44% believe it would support their mental health
- 55% agree it would help them spend less time on their devices
Beyond survey data, specialist research commissioned by Hornby Hobbies’ premium brand Pocher has also demonstrated the stress-relieving benefits of model making. Under the supervision of a doctor, participants had their blood pressure and pulse measured throughout a build. Scores for relaxation doubled, while the frequency of worrying or thinking about work dropped by 50% – with one participant reporting a 90% reduction. Happiness and wellbeing ratings nearly doubled, and one participant even saw their blood pressure decrease during the activity.
“There’s a growing recognition that people need something real and rewarding to counterbalance digital life,” said Olly Raeburn, CEO of Hornby Hobbies. “Model making and traditional hobbies give people a chance to pause, switch off and create something meaningful. We’ve always known the joy and focus these hobbies bring—now we’re seeing just how vital they are for people’s wellbeing too.”
Get started with modelling and explore more research insights, visit hornbyhobbies.co.uk/unplugged.
*Research was conducted by Disrupt Insight on behalf of Hornby Hobbies in July 2025 with a representative sample of 2,000 UK adults.
